The Future of Digital Independent Film Distribution: Curation, audience focus and web3 business solutions for more equitable and accessible digital film distribution?

Anna Krasztev-Kovács

Student thesis: Master thesis

Abstract

In an era of global connectivity, audience access to digitally distributed independent film is still often limited based on geographic location of the aspiring viewer through geoblocking and other controlling measures. While legal access is blocked, illegal appropriation of licenced content by pirating audiences is booming, resulting in a significant loss of income for rights holders of the content being pirated, however an alleged 60% of pirates would be willing to pay for content - if it was available for them legally. This thesis aims to uncover the complexities behind this discrepancy between audience demand and the available service offerings provided for the distribution of content produced by the independent film industry. The thesis looks at solutions for bridging this service gap leveraging web3 technology, along with collecting impressions of the classical players of the industry to uncover the underlying reasons of the mentioned discrepancy alongside inquiring to see whether new solutions could have a positive reception among the current industry players. The thesis gathers a rich body of qualitative data and juxtaposes it with secondary qualitative data gathered from industry reports, conferences and debates and presentations of startups on the annex of tech and film, which in majority took place at or are products of important industry events, such as the Cannes Film Festival and CPH:DOX. Based on themes that emerged from the data the research
reflects on audience access and lack thereof; control measures of gatekeepers; different forms of curation (enacted by critics, curators, audiences, or algorithms) that shape what content is shown to audiences; changes in ownership and theoretical views on technologies, mechanical reproduction of works of art, and the co-dependence of technological innovations and their multiple contexts discussed through the lense of most prominently Wanda Orlikowski, Walter Benjamin, Bertold Brecht, and Boris Groys transposed to the rapidly emerging bundle of technologies under the umbrella of web3. The research points to the importance of further inquiry into how these new technologies will evolve, furthermore uncovers different perspectives of industry experts and players on viable up-and-coming innovations in the field of digital B2C independent film distribution. Main points are revolving around the need for greater understanding of and involvement of audiences, learning from audience behaviour and successful content distribution practices of other creative industries and aim for a contestation of possible ideas for the independent industry to offer services which will allow it to stay competitive, while enhancing the availability of culturally important works for the benefit of audiences and thus societies in a global context in an era ruled by commercial streamers.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2022
Number of pages96
SupervisorsMaximilian Schellmann